Marketing Content Courtesy of IEG

According to this IEG report, Kia has expanded its existing sponsorship partnerships with the NBA and LPGA at the team and sanctioning body levels.

Merrell, an outdoor footwear and clothing company, has become the title sponsor of two national non-traditional endurance sports properties, shifting its traditional sponsorship strategy of partnering with local and regional sporting events.

This white paper from IEG looks at how marketers can apply marketing science to sponsorship ROI measurement.

Cross-promotions can provide sponsors with exposure in non-traditional marketing channels, allow sponsors to access new inventory, and help sponsors build new relationships, according to this report from IEG.

This 16th annual report from IEG takes a look at salary rates among sponsorship professionals in 2011.

According to IEG, recent global and national economic crises have slowed the projected growth of sponsorship activities for 2012.

BP America is now using sponsorships to help improve consumer engagement on the local level, according to IEG.

According to IEG, Kodak will be placing more of a B2B emphasis on its PGA Tour sponsorship over the next four years than the brand has in years past.

Macy’s is testing a sponsorship of the Southeastern Conference (SEC) as a test to determine if they will expand further into the sports marketing space, according to this IEG report.

This IEG report looks at the sponsorship strategies currently being employed by AT&T, Verizon Wireless, T Mobile, and Sprint.

Charles Schwab is adding a new activation element to their long-standing PGA Tour sponsorship, according to this IEG report.

Tire manufacturers are continuing to aggressively invest in sponsorships and sponsorship activations, according to this IEG report.

Seventy-seven companies spent more than $15 million on sponsorships in 2010, according to IEG.

Although category exclusivity remains a top perk for companies interested in major sponsorships, many sponsors can no longer afford the cost of it, according to IEG.

The goal of Wyndham’s PGA Tour sponsorship is to promote the company’s wide range of vacation offerings, according to IEG.

GE has extended its sponsorship of the International Olympic Committee’s TOP program through 2020.

In 2009, when the rest of the industry began to cut back on sponsorships, Mercedes-Benz chose to reinvest in them, according to IEG.

SAP’s approach to sponsorship has evolved from a focus on hospitality and awareness-building to creating integrated platforms that highlight their technological expertise, according to IEG.

Hewlett-Packard has signed on to sponsor Paul McCartney’s 2011 tour. In addition to the tour itself, elements of the partnership include the creation of a cloud-based digital library of Beatles music and other content archives.

Heineken uses its sponsorships to maintain their premium global positioning and engage consumers worldwide, according to IEG.